The effect of the motion attributes of spokes-characters on app launch pages on brand memory
ISSN: 1066-2243
Article publication date: 26 May 2023
Issue publication date: 19 July 2024
Abstract
Purpose
The use of brand slogans that represent brand concepts on app launch pages can improve user brand impressions. The purpose of this paper is to investigate the impact of using animated or static spokes-characters with brand slogans on app launch pages.
Design/methodology/approach
Using the theory of attention selection, the authors conducted two experiments to study the boundary and mediation path of the influence of the motion attributes of spokes-characters (static vs animated) on brand memory based on app launch time (3 s vs 5 s), user engagement with spokes-characters and the level of attention to brand slogans.
Findings
Study 1 explores the effect of the interaction between launch time and the motion attributes of spokes-characters on brand memory. The results show that when the launch time of the app is 3 s, the advertisement memory effect of using a static spokes-character is better than that of using an animated spokes-character; when the launch time of the app is 5 s, the advertisement memory effect of using an animated spokes-character is better than that of using a static spokes-character. Study 2 shows that user engagement with spokes-characters and the level of attention given to brand slogans play a continuous mediating role in the effect of the interaction between launch time and the motion attributes of spokes-characters on brand memory.
Originality/value
This paper contributes to the marketing literature by expanding the knowledge of spokes-characters and animated visual images, providing new insights for future research.
Keywords
Acknowledgements
The two authors contributed equally to this work.
Funding: This work was supported by the National Natural Science Foundation of China (Grant/Award Numbers: 71402100; 71772127).
Citation
Zhang, N. and Liya, Z. (2024), "The effect of the motion attributes of spokes-characters on app launch pages on brand memory", Internet Research, Vol. 34 No. 4, pp. 1145-1164. https://doi.org/10.1108/INTR-10-2021-0735
Publisher
:Emerald Publishing Limited
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